Job Hunting Shifts from "Search" to "Empathy": Full-Scale Launch of a "Customer Acquisition Ecosystem" Integrating SNS, Video Media, and In-Person Events

Vector Inc. (Headquarters: Minato-ku, Tokyo; CEO: Hidetoshi Nishie; TSE Prime: 6058; hereinafter "Vector"), through its business division operating the video recruitment platform "JOBTV" (https://media.jobtv.jp), has implemented the SNS era purchasing behavior model "SEESAS" in the new graduate recruitment domain.
A natural flow of traffic from SNS initiatives, starting with short videos, to the JOBTV media has been established. Furthermore, a unique "customer acquisition ecosystem" has been created to connect students' heightened interest and enthusiasm on the media to in-person events. In conjunction with this initiative, the UI/UX of the video recruitment platform "JOBTV" has been completely revamped, and it has been relaunched as a new "job hunting media."

■Why is job hunting shifting from "search-based" to "empathy-based" now?

The traditional recruitment market was dominated by "search-based" job hunting, where students entered conditions to find companies. However, for Generation Z, who prioritize time performance (typa) and are digital natives, the following changes are occurring:

• Changes in search behavior:
  The tendency to recognize and select companies through "accidental encounters" via SNS recommendations, rather than actively searching with a specific purpose, is expanding.

• Limitations of understanding companies through text information alone:
  Listing specifications (conditions) alone does not convey a company's "real corporate culture" or "passion."

Against this backdrop, job hunting experiences are expanding where students discover companies on SNS and "empathize" with them through videos, rather than "searching" for company information. To adapt to this change, JOBTV has evolved from a service focused on traditional functions to a customer acquisition platform centered on "SNS x video media," where students naturally gather and browse.

■SEESAS x JOBTV's "Customer Acquisition Ecosystem"

JOBTV realizes end-to-end customer acquisition to matching by linking the following phases, in line with students' natural behavioral model (SEESAS):

■JOBTV Media Renewal Points

• From "searching" to "immersive" UI/UX
  Achieves intuitive operability similar to SNS apps that Generation Z uses daily, with continuous playback of short videos and enriched content. Dramatically improves student dwell time and browsing activity.

• Introduction of Recruitment Documentaries
  Instead of superficial PR videos, cinematic depictions of on-site struggles and corporate realities promote understanding and create deep empathy.

• Enhanced Data Utilization
  The administration screen has been revamped to be user-friendly for companies. It provides management functions that visualize student viewing behavior and interests, directly returning the effects of the customer acquisition ecosystem to companies' recruitment activities.

■Video Recruitment Marketing Support Starting with SNS

We will also begin offering a video recruitment marketing package that integrates the production and distribution of corporate recruitment videos using the "customer acquisition ecosystem." With this service, high-quality recruitment videos are produced at a cost of 0 yen, and by utilizing our unique customer acquisition ecosystem, we can effectively deliver them to target Generation Z job seekers through JOBTV's TikTok and SNS accounts. We aim to solve the common problem faced by many companies where they invest in recruitment videos but do not get sufficient viewing opportunities.

■Three Features of JOBTV's New Package

1. Recruitment Video Production with [0 Yen Video Production Cost]

We produce recruitment videos that highlight a company's business content, culture, and on-site appeal, with an initial cost of 0 yen. Professional creators handle planning, shooting, and editing consistently, lowering the barrier to video utilization.

2. Utilize Unique SNS Accounts to Achieve [Reliable Reach to Target Audience]

Videos are distributed to target Generation Z job seekers through external media that students use daily, such as TikTok and various SNS platforms. This maximizes contact opportunities without relying on a single medium.

3. Creative Design Utilizing the Know-how of [Asia's Leading PR Company]

Leveraging the strategic PR knowledge cultivated by the Vector Group, we provide end-to-end support from video planning and design to distribution and effect verification. This goes beyond mere video production and distribution to achieve optimal creative design for successful recruitment.

■Future Outlook
The biggest challenge in the current recruitment market is "attracting students and maintaining their enthusiasm." We have combined the video assets accumulated over the past four years with the strategic PR expertise cultivated by the Vector Group to create a "third platform" that differs from traditional navigation sites and direct recruiting. Meeting on SNS, empathizing through videos, and connecting at events. Through this new recruitment experience, we will update Japan's recruitment market.

■"JOBTV Matching Summit" Contact Information

Companies interested in this service, please contact us below.

〇Contact Us Here〇

Contact Person: JOBTV Yoshida

MAIL: jobtv-contact@vectorinc.co.jp

Corporate Site: https://media.jobtv.jp/service

【Vector Inc. Company Profile】

Company Name: Vector Inc.

Address: Akasaka Garden City 18F, 4-15-1 Akasaka, Minato-ku, Tokyo

Established: March 30, 1993

Representative: Hidetoshi Nishie

Capital: 3,038 million JPY (as of February 2024)

Business Activities: PR business, press release distribution business, video release distribution business, direct marketing business, media business, HRTech business, digital marketing business, investment venture business, etc.
URL: http://www.vectorinc.co.jp/